Your MarTech Stack as a Shopping Mall

By Deane Barker

Date: September 9, 2020
From: Issue #51

Real Story Group has always done their MarTech subway map, but they’ve re-cast the metaphor:

Shopping malls have varied in shape and size, but they almost always have a particular configuration: anchor tenants connected by boutique or niche stores. Similarly, in your MarTech stacks, you have “anchor” platforms surrounded by a growing array of smaller players.

So true – it’s a great metaphor. You build a foundation on anchors, then fill in the gaps with boutiques. It’s worth looking through the directory of “stores” to see what smaller systems might be nestled between the anchors.